A new specialist sports management agency, Complete Sports Management (CSM), has officially launched. Its mission – to simplify the business of sport for Irish jockeys while unlocking meaningful commercial opportunities for brands who want to tap into the lucrative horse-racing industry.
Founded by chartered accountant JP Wynne and former jockeys, now racing analysists and presenters Ruby Walsh, Fran Berry and Emmet McNamara.
Complete Sports Management has been established to address two longstanding gaps within the industry; professional off-track support for jockeys and structured commercial access for companies seeking credible visibility.
Operating under the tagline “The Business of Sport Made Simple”, CSM provides a full-service management model tailored specifically to jockeys, covering commercial representation, PR and media, tax and accounts, financial planning, travel logistics, and group partnership deals.
Jockeys operate in one of the most demanding elite sports environments in the world. While their focus must remain firmly on performance, the commercial and administrative pressures off the track continue to grow. Complete Sports Management removes that burden.
Co-Founder JP Wynne commented “Through my accountancy practice, I’ve worked with professional flat, national hunt, apprentice and amateur jockeys for over twenty years. Ruby, Fran and Emmet have all been there themselves. We recognise the struggle that our incredibly talented jockeys face when trying to manage contracts, sponsorships, media requests, tax planning and travel logistics themselves — often without the structured support they deserve.” He continued “Simply put CSM was built to give jockeys peace of mind. We handle the business, so they can focus entirely on racing.”
The agency offers:
- Commercial and sponsorship negotiation
- PR management and media training
- Financial management and tax compliance
- Group insurance and financial partnerships
- Long-term financial planning
- Travel and logistical coordination
By centralising these services under one roof, CSM ensures that jockeys operate with professional structure, financial clarity and long-term career security. CSM General Manager, Dawn Wynne commented “My role at CSM is to make sure every jockey we work with has everything they need in one place. Whether that’s keeping on top of the day to day, connecting them with the right partners or just being at the end of the phone, I make sure everything runs smoothly so they can focus on what they do best.”
The agency also addresses a second, equally important challenge: access. For many companies, horse racing offers a powerful but often fragmented sponsorship landscape. Identifying the right jockey to align with, negotiating agreements, and activating partnerships with racing authorities can be complex without the right intermediary. Complete Sports Management provides a streamlined solution.
Co-Founder and former Champion Jockey, Ruby Walsh said “Horse-racing offers brands authenticity and huge opportunities with national and international visibility — but it needs to be done properly and professionally. Complete Sports Management acts as the bridge between ambitious brands and Irish jockeys. We create partnerships that are aligned, strategic and mutually beneficial.”
Through CSM, companies gain:
- Direct access to talented brand ambassadors
- Structured sponsorship packages that deliver
- Contract negotiation and compliance
- Activation support and PR amplification
- Brand alignment and long-term partnership strategy
The result is commercially sound partnerships that increase brand awareness while supporting sportsmen and women’s careers.
The long-term ambition of CSM is to elevate the standard of athlete management within Irish racing and beyond. The agency aims to professionalise commercial representation in racing and increase sponsorship investment into the sport. It will support Irish sportspeople beyond their competitive careers and build sustainable, compliant financial futures for all.
“Our vision is simple,” Retired jockey, Racing TV presenter and CSM co-founder Fran Berry said, “we want to bring structure, clarity, professionalism and long-term thinking into every aspect of a jockey’s career — while creating real commercial value for the brands who support the sport. It’s a win-win for all involved, that’s the beauty of it and I’m proud to be part of this exciting venture.”
Emmet McNamara might be better known for his Epsom Derby win but these days he works as a chartered accountant within the bloodstock side of the industry. “There’s no doubt about it that the Irish punch above our weight in most departments and when it comes to sport that is particularly true. Irish jockeys are world class and gone are the days of sorting out your tax return on the way to the races, the job is tough enough! I’m delighted to be part of this exciting solution for jockeys and sponsors who want a meaningful return on their investment in the sport.” commented McNamara.
With 40 jockeys already signed up and noteworthy brands, such as Finance Ireland, McCarthy Insurance Group and Travel Counsellors on board, watch this space carefully and visit completesportsmanagement.ie for further information.